This was the first year that ADMA’s revamped awards program was run. The new AC&E awards are about marketing, media and advertising work that demonstrates creativity and effectiveness in equal measure.

“In the past, the ADMA Awards recognised creativity and effectiveness as separate specialisations. We awarded great creative work and effective marketing and advertising separately. However, we recognise that now and in the future, stand-out marketing and advertising will have to demonstrate both,” said Jodie Sangster, ADMA chiefv executive officer.

34 winning trophies and 65 highly commended trophies were handed out during the evening. Most went to five Melbourne agencies: Whybin\TBWA Group Melbourne, Clemenger BBDO Melbourne, GPY&R Melbourne, McCann Melbourne and Leo Burnett Melbourne.

Whybin\TBWA Group Melbourne topped the awards haul with six trophies.

Its ANZ GAYTMs won five, including the Lester Wunderman Grand Prix Award. The other four were best Integrated Campaign, Art Direction and PR Campaign. Whybin\TBWA client, ANZ, received the new David Ogilvy Courageous Client Award. And Whybin\TBWA also won in the Broadcast category for its Buy Ready campaign for ANZ.

GPY&R won five trophies. Air Force Medical Specialist Reserve for Defence Force Recruiting won the Media and Customer Acquisition, the Human Walking Program for the Lost Dogs Home, won the Ambient or Experiential and Not-for-Profit awards. Buildboard for Defence Force Recruiting won the out-of-Home award.

The new Innovation Award, created by Google, was awarded jointly to Columbus and Clemenger BBDO Melbourne for the Melbourne Remote Control Tourist Campaign for Tourism Victoria. Clemenger BBDO Melbourne also won Most Effective Use of Content for Melbourne Remote Control Tourist and the Digital, Website and Microsites award for Footify FM for NAB.

McCann Melbourne won three trophies for their Phubbing Campaign for Macquarie Dictionary – Digital & Social Advertising, Branded Content and Integrated Campaign (small budget).

Leo Burnett Melbourne won two tropies for Social Commerce and Customer Retention/Loyalty for #SPCSunday for SPC.

Saatchi & Saatchi (Sydney) Australia’s won the new Australia Post Customer Experience Award as well as the awards for Apps and Data-Driven Mail, for Penny the Pirate for Luxottica/OPSM.

VML Australia won the Use of New Technologies and Mobile Marketing for Rip Curl Search GPS. It also won the UX, Interface & Navigation Design trophy for The Commonwealth Bank Website Relaunch.

No trophies were handed out for copywriting, email marketing or social media this year as the judges felt the entries had not attained the balance between creativity and effectiveness.

Full winners list here: AC&E ADMA-winners